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Dropbox's secret to making file storage meaningful
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Here's the video version of this newsletter: “Sell me this pen”. You’ve probably heard of this infamous sales interview question (it was also referenced by Leonardo DiCaprio a few times in the movie ‘The Wolf of Wallstreet’). The challenge here is to take something dull and make people feel something about it. At first glance, it’s just a pen. But a great salesperson doesn’t sell the object—they sell the possibilities. They make you imagine:
Now, what if I told you Dropbox did exactly that—but with file storage? Asking the right questionsThey hired a creative agency - Instrument, which conducted some interviews to ask Dropbox users about their experience with file storage. But as they went down this rabbit-hole and collected more stories, they had a sudden realization: “When you ask someone to share their life stories, oftentimes you get the big milestones, but these files seemed to serve as little time capsules for the finer, more nuanced details of life.” From that point, instead of asking about their experience using the product, they asked: “What are your most important files and folders?”. It was from these stories that they launched a campaign that would make you feel emotional about file storage. What they didIn 2021 Dropbox launched the “For All Things Worth Saving” campaign. The genius of this campaign? It wasn’t about files or the cloud—it was about the human stories behind those files: When graphic designer Dominique King came across some old and fragile family photos, she used Dropbox to scan and save them for the project of a lifetime—and for generations to come. Creativity Explored is a nonprofit that partners with artists who have disabilities. When the pandemic closed their studio, they used Dropbox to help the artists save, showcase, and sell their original work. Photographer, entrepreneur, and activist Benita Nnachortam believes art can foster change. She uses Dropbox to collaborate, organize, and inspire her movement. Why this worked1. Aspiration > featuresPeople value things that bring meaningful impact to their identity Instead of explaining “how Dropbox works,” they showed why it matters by sharing real customer stories. They didn’t say, “Store your files here.” They made you think about what those files represented:
When you save what matters, you’re not just using Dropbox. You’re part of a bigger story about protecting the things that make life meaningful. This is one step above outcomes or benefits. 2. Social proofPeople look to the behavior and actions of others to guide their own decisions, especially in situations of uncertainty That designer? That activist? That artist? If those heroes trust Dropbox, you should too. Showing real people using your product is one thing, showing who uses it amplifies trust even further. The TakeawayIt’s like the "sell me this pen" concept. People don’t care about the product itself—they care about the possibilities it unlocks. Dropbox figured this out: People don’t care about what you do until they care about why you do it. So, whether you’re running a startup, building a product, or pitching your next big idea, here’s the golden rule: Make it aspirational. Show them the why. P.S But sometimes, this isn’t enough. You’ll need to include your competitors in your storytelling to convince them why your product is better. Watch this video to learn how Apple did just that. |
I help people in tech to craft persuasive stories that drive meaningful action
Get exclusive, weekly insights and case studies rooted in 10+ years of product management and 5+ years of content marketing expertise.
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